How To Create Compelling Newsletter Campaigns
http://cdemails.com/articles/5269/1/How-To-Create-Compelling-Newsletter-Campaigns/Page1.html
September Danforth
Yesmail is an award winning email marketing company based in Portland, OR. Yesmail builds email software to improve targeting, segmentation, and ROI. By September Danforth
Published on 04/27/2009
An introduction to newsletters. This article discusses the basic and ever so easy steps to create a compelling and professional looking newsletter that your customers will want to read.
It is time to start thinking about sending out a regular newsletter (at least once per month). Do not feel overwhelmed, do not be scared. This article discusses the basic and ever so easy steps to create a compelling and professional looking newsletter that your customers will want to read.
Newsletters can be extremely rewarding not only from a sales standpoint, but your customer relationships become stronger and brand awareness increases. All things you want.
Here are some guidelines to follow that will help you create your very own effective and engaging newsletter masterpiece.
1. Let your personality shine through
What's the image you want to convey? Super newsy or serious is boring. If you do not speak like a robot, do not write your content like one. This is another chance to connect with customers and prospects. Be human and have some fun with it. Whatever newsletter voice you decide on, be sure you are consistent with it.
2. Lay it out
It is important that you establish a style that is clean and simple. In most cases, a single column layout is perfect. If you plan to have a reoccurring feature on product highlights or pen your very own column, think about breaking up the page into more columns and rows. Keep it flexible. Your newsletter should be set up to expand and retract as you need. You do not want to be locked into creating a ton of content for every issue, some issues should be short and sweet.
Make sure that your template includes your logo, contact information and website address. Make it easy for people to get in touch.
3. A face only a mother could love
Photos are great. But remember, imagery is subjective and you should not over do it. While pictures add the human element and graphics are a nice touch that can really enhance your content, it is important to make sure you use a light hand. You will want folks to focus more on reading about what you have to say, not becoming overloaded with images. Remember, a good newsletter is always easy on the eyes.
4 Color
First things first. Your text should always be black and placed on a white background. Make it easy to read. However, the background of your newsletter, the header, and certain elements should have some color. If you've got an established business, chances are you have got a website, and if not that, you have got a preferred color scheme. Make your newsletter color scheme match up with existing assets like websites, business cards and other branded materials. Be consistent.
Whether you focus on the cool, sedate and calming feel of blue, an energy and action encouraging shade of red, or go earthy with the stability and orderliness of brown, be sure to accent with complimentary or monochromatic touches. Do not over do it. If the finished product looks like clown makeup, you have gone too far.
5. Be brief
From the get go, you want to make sure you are keeping your content brief. You want to get to the point and avoid the wall of text that is sure to make the eyes of your reader glaze over. Break up your content with bullets, or if necessary, write a summary and link to more information on your webpage.
Be sure to include offers or highlight upcoming promotions, but remember, email newsletters are not the same as email promotions. Writing that is over the top salesy and overly promotional does not work for a newsletter. Change your focus from selling exclusively to solving your customers problems. Think about what they need and give them what they want. Keep them in the loop on the latest trends, or new and interesting products or services.
Use your newsletter as a vehicle to collect feedback. Be strategic. Ask a question you want feedback on, give some options, and display the answers in the next newsletter. Collect some valuable information that you can use to enhance your products or services, all the while making your readers feel part of your newsletter by encouraging their participation.
6. Regular distribution
Let us talk frequency. Do not sign yourself up for failure. Be realistic about your schedule. Most folks do not like to be blasted at too frequently, and you are busy running your business. Once a month is the perfect newsletter frequency. If you find that is too often for you, try quarterly to start off with until you find your groove. You want to give yourself time to put something of quality out. Help yourself make sure you put a content due date and the delivery date of your newsletter on your calendar. Target a Tuesday, Wednesday or Thursday for sending, these are the best days for receiving email.
Keep the ideas coming. Encourage your employees to submit ideas for content, or even write some on their own. Share the load. You want a bucket of ideas to draw from, and do not want to scramble to come up with something at the last minute.
7. Spread the word
Make it easy for people to sign up for your newsletter, whether on your website with a sign up form, or at your place of business with a signup sheet.
When the intended recipients get your newsletter, help it reach unintended, but wanted recipients by providing a forward to a friend link that allows your reader to forward with a personalized note.
8. Reality check
Would you want to read this newsletter? Be objective. Yes, you have just poured a bit of yourself into creating this thing, and you think it looks pretty darn amazing, if you do say so yourself. But would YOU read it? If the answer is yes, congratulations, you have just created a newsletter fit to send!
Newsletters can be extremely rewarding not only from a sales standpoint, but your customer relationships become stronger and brand awareness increases. All things you want.
Here are some guidelines to follow that will help you create your very own effective and engaging newsletter masterpiece.
1. Let your personality shine through
What's the image you want to convey? Super newsy or serious is boring. If you do not speak like a robot, do not write your content like one. This is another chance to connect with customers and prospects. Be human and have some fun with it. Whatever newsletter voice you decide on, be sure you are consistent with it.
2. Lay it out
It is important that you establish a style that is clean and simple. In most cases, a single column layout is perfect. If you plan to have a reoccurring feature on product highlights or pen your very own column, think about breaking up the page into more columns and rows. Keep it flexible. Your newsletter should be set up to expand and retract as you need. You do not want to be locked into creating a ton of content for every issue, some issues should be short and sweet.
Make sure that your template includes your logo, contact information and website address. Make it easy for people to get in touch.
3. A face only a mother could love
Photos are great. But remember, imagery is subjective and you should not over do it. While pictures add the human element and graphics are a nice touch that can really enhance your content, it is important to make sure you use a light hand. You will want folks to focus more on reading about what you have to say, not becoming overloaded with images. Remember, a good newsletter is always easy on the eyes.
4 Color
First things first. Your text should always be black and placed on a white background. Make it easy to read. However, the background of your newsletter, the header, and certain elements should have some color. If you've got an established business, chances are you have got a website, and if not that, you have got a preferred color scheme. Make your newsletter color scheme match up with existing assets like websites, business cards and other branded materials. Be consistent.
Whether you focus on the cool, sedate and calming feel of blue, an energy and action encouraging shade of red, or go earthy with the stability and orderliness of brown, be sure to accent with complimentary or monochromatic touches. Do not over do it. If the finished product looks like clown makeup, you have gone too far.
5. Be brief
From the get go, you want to make sure you are keeping your content brief. You want to get to the point and avoid the wall of text that is sure to make the eyes of your reader glaze over. Break up your content with bullets, or if necessary, write a summary and link to more information on your webpage.
Be sure to include offers or highlight upcoming promotions, but remember, email newsletters are not the same as email promotions. Writing that is over the top salesy and overly promotional does not work for a newsletter. Change your focus from selling exclusively to solving your customers problems. Think about what they need and give them what they want. Keep them in the loop on the latest trends, or new and interesting products or services.
Use your newsletter as a vehicle to collect feedback. Be strategic. Ask a question you want feedback on, give some options, and display the answers in the next newsletter. Collect some valuable information that you can use to enhance your products or services, all the while making your readers feel part of your newsletter by encouraging their participation.
6. Regular distribution
Let us talk frequency. Do not sign yourself up for failure. Be realistic about your schedule. Most folks do not like to be blasted at too frequently, and you are busy running your business. Once a month is the perfect newsletter frequency. If you find that is too often for you, try quarterly to start off with until you find your groove. You want to give yourself time to put something of quality out. Help yourself make sure you put a content due date and the delivery date of your newsletter on your calendar. Target a Tuesday, Wednesday or Thursday for sending, these are the best days for receiving email.
Keep the ideas coming. Encourage your employees to submit ideas for content, or even write some on their own. Share the load. You want a bucket of ideas to draw from, and do not want to scramble to come up with something at the last minute.
7. Spread the word
Make it easy for people to sign up for your newsletter, whether on your website with a sign up form, or at your place of business with a signup sheet.
When the intended recipients get your newsletter, help it reach unintended, but wanted recipients by providing a forward to a friend link that allows your reader to forward with a personalized note.
8. Reality check
Would you want to read this newsletter? Be objective. Yes, you have just poured a bit of yourself into creating this thing, and you think it looks pretty darn amazing, if you do say so yourself. But would YOU read it? If the answer is yes, congratulations, you have just created a newsletter fit to send!